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24 | MARCH 2016 AUSTRALIAN HOTELIER
CIDER
sourced overseas from countries such as China.
Using Australian ingredients is at the very core of
what we do and as soon as you taste Pressman’s,
you can see why.”
The same is true for Batlow Cider, which sources
all of its apple from Batlow Apples, a collective
established in the 1920s and that now comprises
over 30 orchards within 30km of Batlow. John
Power, GM of Batlow Apples understands that the
aplomb surrounding Batlow apples adds to the
interest received by Batlow Cider.
“The well-respected reputation of Batlow
Apples has greatly affected the launch and growth
of Batlow Cider. We are proud of our strong
history producing the best apples in Australia
from our high altitude orchards on the western
slopes of the Snowy Mountains.”
OVERSEAS PRESTIGE
The desire for provenance by cider drinkers is not
limited to ciders from Australia and New Zealand,
but also applies to international brands that
showcase their authenticity and heritage. A great
example of this is Rekorderlig.
According to Celsius Consumer Research
2015, Rekorderlig is Australia’s favorite cider
brand, and one of the key reasons identified for
this is the connection made with consumers that
the brand is ‘Beautifully Swedish’. Its heritage
as a 150-year-old cider from Sweden has played
well with consumers in Australia for many years,
who appreciate the cider from the other side of
the world.
Rekorderlig has always built on its Swedish
background to great success, and in continuing
with this branding strategy, recently released a
new television advertisement ‘Silver Skaters’,
which features a pair of unconventional ice
skaters. Created to feel undeniably Swedish, and
beautifully premium, the advert has already had a
great response from consumers.
Another premium overseas cider recently
launched in the Australian market is Sassy Cider.
From Normandy, France, Sassy Cider is a premium
brand with a focus on high quality ingredients,
rigorously chosen from orchards in Normandy.
Gregoire Bertaud of Noble Spirits, the
Australian distributor for Sassy Cider, suggests
that the combination of high-quality ingredients
and positioning as a premium cider, ensures Sassy
Cider will be a big hit with Australian consumers.
“Sassy is a premium brand offering a high
quality beverage, made from high quality
ingredients. If we look back a decade ago there was
only one option for cider, now with its growing
popularity an increased focus on the production
as well as the story behind the branding of cider
is present. Sassy provides us with a both a well-
produced cider and story of craftsmanship.”
So regardless of where ciders are produced,
as long as the ‘where’ is communicated, those
brands are likely to do well with cider drinkers
who like to understand the provenance of what
they are drinking.
“WE REFUSE TO ADD
SUGAR, ADDITIVES
OR PRESERVATIVES
OF ANY KIND TO OUR
CIDER – ENSURING
THAT ROCHDALE
REMAINS IN ITS
PUREST FORM. IT’S
IMPORTANT TO US
THAT PEOPLE KNOW
WHAT THEY’RE
DRINKING AND
WHAT HAS OR, MORE
IMPORTANTLY, HASN’T
GONE INTO IT"
– SCOTT MCCASHIN
Rekorderlig's Swedish heritage plays
well with Australian consumers
Batlow orchard owners
The Sassy Cider range
Scott McCashin from
Rochdale Cider